电商直播情境下消费者持续购买意愿影响因素研究

Study on the Influencing Factors of Consumers'Continuous Purchase Intention in the Context of E-commerce Livestreaming

文章构建了以消费者满意度为中介变量的电商直播情境下消费者持续购买意愿模型,通过问卷调查和软件分析发现:感知有用性、期望确认程度、主播特征、消费者个性特征和主观规范均对消费者持续购买意愿有显著的正向影响;消费者满意度在感知有用性、期望确认程度、主播特征与消费者持续购买意愿之间起到部分中介作用。最后,文章从电商直播三要素即主播、产品和平台层面提出提高消费者持续购买意愿的对策建议。

This paper constructs a model of consumers'intention to continue purchasing in the context of e-com⁃merce livestreaming with consumer satisfaction as the intermediary variable.Through questionnaire survey and soft⁃ware analysis,it explores the effects of perceived usefulness,expectation confirmation degree and streamers'charac⁃teristics on consumers'intention to continue purchasing.The results show that perceived usefulness,expectation validation,streamers'characteristics,consumers'characteristics and subjective norms have significant positive effects on consumers'continuous purchase intention.Consumer satisfaction plays a partial mediating role between per⁃ceived usefulness,expectation validation,streamers'characteristics and consumers'willingness to continue buying.Finally,from the three elements of e-commerce live streaming,namely,streamers,products and platforms,this pa⁃per puts forward countermeasures and suggestions to improve consumers'continuous purchase intention.